Xperia Z to 'wow' with simplicity: Sony

Sony Mobile is aiming to "bring the wow back" with its new Xperia Z Android smartphone, the company's Australian boss says.

Speaking at the local unveiling of the Xperia Z Android smartphone in Sydney, Sony Mobile's managing director, John Featherstone, said the Xperia Z's "simplistic design" will bring a wow factor back into the brand.

"Everybody knows Sony, it's a brand people trust but we need to get the wow back," explained Featherstone. "I believe with Xperia Z using this simplistic type of design and ideology behind it, it really brings the wow back."

The Xperia Z was first announced globally in January at the Consumer Electronics Show (CES) in Las Vegas. The flagship Android phone will go on sale next month in Australia and features a 5in full HD 1080p display and a 13-megapixel camera. The device is also water and dust-resistant.

Despite a long list of impressive specifications, Featherstone said the key feature of the Xperia Z is not numbers on a specs sheet but an easier user experience.

"When people are looking at smartphones, it's gone from the standard task of making simple phone calls and it has morphed into something much more," he explained. "What you are seeing is things like memory, processor, operating system, they're all just hygiene factors now, you just need to tick the box."

"Could your mother take a handset and sync it up with a home theatre system, a TV, a headset? Now I think my mother could do it. And that's really what this is about, it's about simplifying the user experience for everyone."

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